"KPI and measure selection is not a creativity exercise." I love this quote.
Stacey Barr, an Australian-based expert on defining and implementing key performance indicators, wrote a recent column about the pitfalls of brainstorming KPIs.
With her reliably cogent, analytical and thoughtful perspective, she makes a case against open-ended KPI definition sessions (vague goals, persuasion contests, and shallow levels of detail). If you don't now about her already, Stacey is a must have for your KPI RSS feed.
More links to stand-out articles from the last few weeks below the fold.
"Economics, Monetization and the “New Order” Automobile Industry" - Bill Schmarzo
"Big data isn't about big. It's about small,” writes Dell's Bill Schmarzo. The Dean of Big Data explains the concept of "economic utility" and how it relates to the efficacy of big data solutions.
The ability to extract highly personalized insights from massive data sets doesn't have to result in large, generalized predictions. It actually makes the opposite possible: highly individualized predictions, which Bill dubs "the power of one."
"The Myth that Digitalisation Requires New Technologies" - Peter Samson
He argues that most companies get hung up on technology and toolset, when they should be focused on how they service their customers.
The challenge, as he sees it, is to make sure a customer feels as valued in the new digital world as they used to feel in relationships with a more "human touch."
Technology first believers beware.
"Fascinating Ways Machine Learning and Geolocation Tagging Are Intersecting" - Ryan Kh
This overview of geo-location's role in marketing includes a memorable anecdote about how a donut shop selected an advertising location based on cellular usage and geo-location.
Ryan Kh is an experienced blogger, digital content & social marketer. Founder of Catalyst For Business and contributor to search giants like Yahoo Finance, MSN. He is passionate about covering topics like big data, business intelligence, startups & entrepreneurship.
Annie Qureshi writes in a recent post about AI's increasing role in self-generated branding and image creation. "Apart from logo design, AI is making technological breakthroughs in the branding industry through innovative products in digital marketing and video advertising."
This was particularly relevant to The Bartlett System because our own logo was generated by artificial intelligence.
In fact, it might be the world's first pure AI-generated logo. For real.
But that's a story for another day.